Insights from Opera Mediaworks powering the mobile ad economy HEALTH & FITNESS marketing going mobile.

1. Insights from Opera Mediaworks
powering the mobile ad economy
www.operamediaworks.com info@operamediaworks.com
Every year, creative communications industry professionals gather in Cannes, France for the
advertising industry’s biggest awards show and festival: Cannes Lions. This year a special
focus of the event is Lions Health, which is billed as the world’s first festival of creativity in
healthcare communications. In honor of this event, Opera Mediaworks conducted a focused
study of mobile advertising and consumer use of mobile Health & Fitness sites and
applications. This study leverages insights from the over 500 million impressions per month we
manage for over 400+ sites and applications focused on Health & Fitness content. It also
leverages findings from our own consumer survey completed in May 2014.
HEALTH & FITNESS
GOING MOBILE

2. Insights from Opera Mediaworks
powering the mobile ad economy
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Where are Health & Fitness sites and applications the most popular?
Each month the Health & Fitness category accounts for approximately 5% of our global revenue and impressions
under management. In this analysis, we wanted to identify which countries stand out as having an audience that
is significantly more or less engaged with Health and Fitness content. To do this, we compared the percentage
of traffic from Health & Fitness sites and apps from each country with that country’s share of total impressions.
This allows us to estimate whether the country’s audience is more or less inclined to use Health & Fitness sites
and apps. The results for our top 10 countries, as measured by total monthly impressions, are shown below.
The United States audience generated the most ad impressions for the category but, as the graph shows,
Canadians are the most engaged with Health & Fitness sites and apps, while our audience in Russia is the least
engaged.
250%
200%
150%
100%
50%
0%
-50%
-100%
-150%
United Sates
India
Indonesia
Russian Federation
United Kingdom
Canada
Brazil
Australia
South Africa
Mexico
Health & Fitness traffic relative to total impressions
p.2
250%
200%
150%
100%
50%
0%
-50%
-100%
-150%
United Sates
India
Indonesia
Russian Federation
United Kingdom
Canada
Brazil
Australia
South Africa
Mexico
Health & Fitness traffic relative to total impressions

3. Insights from Opera Mediaworks
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Is the audience for Health the same as the Fitness audience?
This led us to question whether, internal to Health & Fitness, there is a difference between the audience using
“Health” and those using “Fitness” sites and apps. We define “Health” sites and applications as the
sub-category focusing on medical and healthy lifestyle issues. “Fitness” sites are those catering to exercise
interests or weight control.
We found that in the majority of cases audience interest in Health and Fitness is closely linked. Countries
showing above-average interest in health or fitness also show an average or above-average interest in the other
sub-category. However, there are a few cases where we saw a sharp divergence.
Those few cases where we saw the two sub-categories moving in opposite directions from the country average
led us to investigate whether the availability or lack of advanced medical care results in more or less interest in
health sites.
For this investigation, we again compared the percentage of traffic from Health & Fitness sites and apps for each
country with that country’s share of total impressions and then grouped all of the countries into three segments
based on estimates of their number of doctors per capita.1
The table below details our findings.
While countries with the most doctors per capita account for 67% of our total impressions across all categories,
they consume over 90% of impressions to health sites. In contrast, 11% of our total impressions are destined for
countries with the fewest doctors per capita, and that audience consumes less than 1% of our health-oriented
impressions. While this highlights the global healthcare gap, it also reveals an extremely large, untapped
audience for healthcare-related sites and apps.
1. The source for our estimate of doctors per capita came from the World Bank. See (http://data.worldbank.org/indicator/SH.MED.PHYS.ZS).
p.3
100%
80%
60%
40%
20%
0%
Top
All Categories
Health
Middle Bottom
%Impressions
doctors per capita
100%
80%
60%
40%
20%
0%
Top third
All categories
Health
Middle third Bottom third
%impressions
Doctors per capita
Segments based on the number of doctors per capita

4. Insights from Opera Mediaworks
powering the mobile ad economy
www.operamediaworks.com
How do the Health and Fitness audiences differ?
DEVICE USE
The Health & Fitness audience is far more likely to use an iPhone than other devices and far less likely to use a
tablet than a phone. Among Android users, the Fitness audience was significantly larger than the Health
audience.
p.4
40%
50%
30%
60%
70%
20%
10%
OTHER
Android
Fitness Health All categories
iOS Other
PhoneTablet iPhoneiPad PhoneTablet

5. Insights from Opera Mediaworks
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ENGAGEMENT BY TIME OF DAY AND DAY OF WEEK
The Health & Fitness audience is significantly more active midweek (Tue-Wed) and least active on the weekend
(Fri- Sun).
The Health & Fitness audience segments into two distinct sub-groups when viewing usage by time of day.
Fitness sites and applications have the most usage during the afternoon and evening, with peak usage and
engagement occurring between 9 and 10 PM. Health sites have the most usage during the early afternoon, with
traffic peaking around 12 noon to 1PM.
12pm
6am
12am
6pm
HEALTHSITES
FITNESSSITES&APPS
Time of day usage patterns
p.5
Most usage for Fitness Sites & Apps
Peak usage
Most usage for Health Sites

6. 100%
88.3%
63.2%
.61%1.57%1.05%
8.78%
4.43% 4.82%
%Ofimpressionsforsubcategory
40%
30%
10%
50%
60%
70%
80%
90%
20%
0%
Insights from Opera Mediaworks
powering the mobile ad economy
www.operamediaworks.com
Entertainment
Advertising to Health Audience
Advertising to Fitness Audience
Pharma
% Revenue
Computers &
Electronics
Food & Drink
Athletic
Apparel
Beauty &
Cosmetics
Mobile Phone
Service
p.6
100%
88.3%
63.2%
.61%1.57%1.05%
8.78%
4.43% 4.82%
%ofimpressionsforsub-category
40%
30%
10%
50%
60%
70%
80%
90%
20%
0%
INTERACTION WITH AD CAMPAIGNS
Successful campaigns in the Health sub-category come from very different advertiser and brand verticals than
those in the Fitness sub-category. Only one ad vertical, Food & Drink, is a top vertical for both audiences.
Entertainment
Advertising to Health audience
Advertising to Fitness Audience
Pharmaceuticals
Bubble size = % revenue
Computers &
Electronics
Food & Drink
Athletic
Apparel
Beauty &
Cosmetics
Mobile Phone
Service

7. Insights from Opera Mediaworks
powering the mobile ad economy
www.operamediaworks.com
How are users interacting with their mobile devices to meet their
Health & Fitness needs?
For the final part of our report, we focus on the United States, as it provides the greatest quantity of traffic to our
platform from Health & Fitness sites and applications. To find out how mobile users in the U.S. use their mobile
device to meet their Health & Fitness needs, we conducted two research projects.
• We analyzed traffic from over 49,000 unique smartphones interacting with Health and Fitness sites.
• Using our Survey Manager service, we conducted a mobile online survey of over 2,000 U.S. smartphone
consumers.
How often do people use Health &
Fitness sites and apps?
Our survey revealed that over 50%
of smartphone users use their
device to learn about diet, exercise
or other health and wellness topics.
However, less than a quarter of
them (22.45%) can be considered
regular users (greater than 1x per
week).
p.7
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More than
once a week
About once
a week
About once
a month
Once every
few months
A couple of times
per year
Less often
than that
Never
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Opera Mediaworks Survey Manager
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understand their audience. From simple
polling to robust management of multi-tiered
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yours, Survey Manager finds your audience,
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8. Health and Fitness audience profiles are very different. As shown in the graphic below, when Fitness
users are not engaged on a Fitness site or app, they focus their attention on the Entertainment and
Productivity categories. The Health audience is most likely to place their attention on Social Media
activities and News sites.
We found very few people using both Health and Fitness sites. Similarly, within the sub-categories
very few Fitness users visit multiple Fitness media properties and very few members of the Health
audience visit multiple Health properties.
Diet & Fitness
Health
0% 10% 20% 30% 40% 50% 60% 70% 80%
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What activities do Health & Fitness users focus on?
Of the survey respondents using
Health and Fitness sites and
applications, over 68% engage
with diet or exercise sites.
What categories of media publishers do Health & Fitness users favor?
p.8
Diet & Fitness
Health
News & Info Games
Productivity
Fitness
All users
Health users
Social
Entertainment
Music, Video & Media Family
0% 10% 20% 30% 40% 50% 60% 70% 80%
Insights from Opera Mediaworks
powering the mobile ad economy
40%
30%
20%
10%

9. Insights from Opera Mediaworks
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www.operamediaworks.com p.9
Within the Health sub-category over 90% of users
visit sites where the publisher addresses a broad
range of health-related information. There is also
significant traffic to sites with specific medical
content. The table below details the subject matter
of the content-specific sites with the most traffic.
How does the Health-focused audience use their device?
How does the Fitness audience use their device?
To investigate the Fitness audience in more detail, we focused our efforts on our consumer survey. We designed
the survey to address questions as to how the Fitness audience uses a mobile device while exercising. We found:
The smartphone is the most common device
carried while exercising.
The most common purpose for carrying a
device while exercising is to listen to music.
Never
Ever
0% 10% 20% 30% 40%
Radiology & Cancer
Cardiology
Diabetes
Other
Psychology
Surgery
0% 10% 20% 30% 40%
10% 20% 40% 50% 80%
iPod touch or
other portable player
MP3 or
portable media player
Smartphone
Tablet
Wearable fitness/
activity trackers
Home video
game console
Other
None of these
0% 30% 60% 70% 90% 100%
10% 20% 40% 50% 80%
Personal use/safety
Receive calls/texts
Stop watch
Listen to music
For health/
fitness apps
Watch short
video clips
Watch TV shows/
or movies
Check email or
text message
Read ebooks
Access browse
the mobile web
0% 30% 60% 70% 90% 100%
Visitors to specific medical content sites and apps
Respondents reporting use while exercising Respondents reporting use while exercising

10. Significantly more females than males carry a mobile device while exercising. Although overall the use
of wearables (e.g., fitness trackers such as Jawbone UP, Fitbit, FuelBand etc.) is minimal, significantly
more males than females carry a wearable device (3.61% of males, 1.71% of females)
Women have a far greater preference for maintaining communications, either to send or receive texts
and calls, or for safety, than do men. Women also report more interest in listening to music while
exercising than do men.
Insights from Opera Mediaworks
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Sm
artphone
M
P3
Tablet
iPod
W
earable
None
Video
O
ther
Stopw
atch
Receive
calls/text
Listen
to
m
usic
Personal use/safety
Use
H&F
apps
Em
ail or text
W
atch
video
W
atch
tv
W
eb
access
Read
books
p.10
Age and gender differences
Insights from Opera Mediaworks
powering the mobile ad economy
70%
60%
50%
40%
30%
20%
10%
0%
70%
60%
50%
40%
30%
20%
10%
0%
Male
Female
Male
Female

11. There were few pronounced age differences in the survey results. For the most part, the reported use of devices or
services closely paralleled the sample’s age and gender breakdown by percentage. This trend is exemplified by the
graphic below, which compares overall share of responses by age and gender with the use of mobile devices to listen to
music while exercising. As shown, service distribution is nearly equitable to overall share of the respondents with the
exception of a slight decline in usage for the two older age demographics.
Two areas where we observed a strong divergence in reported usage rates when compared to the survey sample’s overall
makeup was for the use of Health & Fitness applications and engagement with TV and movie content.
Males in the 25-34 age group showed a much stronger preference for using Health & Fitness applications on their mobile
devices than any other age and gender group.
We noted previously that females tend to use mobile devices as part of their fitness programs more than men, and this is
the case in the area of watching TV and movies. However, this observation is strongly influenced by the behavior of the
25-34 year old group, where women show a strong preference for watching TV while men in that age group show little
interest. This significant lack of interest by men 25-34 overcomes a fairly strong interest observed in the male age 18-24
group.
For more details from our survey or to learn more about Survey Manager, see us at Cannes Lions, contact your Opera
Mediaworks account manager or get in touch via info@operamediaworks.com.
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30%
40%
18-24 25-34 35-44 45-54 55 or older
20%
10%
0%
30%
20%
10%
0%
30%
40%
50%
18-24 25-34 35-44 55 or older
20%
10%
0%
30%
20%
10%
0%
30%
40%
18-24 25-34 35-44 55 or older
20%
10%
0%
30%
20%
10%
0%
45-54
45-54
Male sample
Female sample
Male music listeners
Female music listeners
Male sample
Female sample
Male use of Health & Fitness apps
Female use of Health & Fitness apps
Male sample
Female sample
Male watching TV or movie
Female watching TV or movie